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What increases fans and engagement

1. Sampling 2. Content Educational Fun Live Streaming

3. Celebrities endorsement 4. Engagement of Social influencers in events and press kits

Brand building in digital


Business Background
Main competitor: Colgate (~70% share in paste national) Oral-B paste has been growing consistently behind a strong masterplan filled with product launches and innovations, but paste awareness is still an opportunity as the brand has launched the category in Brazil only 3 years ago. The strength behind Oral-B brand comes from Brushes, the most used brush by dentists, but because of supply the leadership was lost 2 years ago and is on the way to be reestablished now.

Vision: own social media within Oral Care brands


Oral-B has to be the one brand consumers think of when they want/need to talk about their oral health.

Why social?
Strong affinity with the target Fastest growing media segment in the country and best ROI Opportunity to create a relationship platform in order to be closer to consumers No other oral health brand in Brazil plays strongly in social media.

FY1011

OralOral-B Brazil Digital Path

Twins FY1112

Double thanks

Dentists Day

Test it Yourself

Venus FY1213

Venus Info graphic

Dentists Day

Olympics

Athenas

Giseles Strip

Dentists Day

3D W Consumer promotion

Digital Masterplan
FY 1213 & 1314
JAS12
3D White launch Paste iMedia Giseles Strip

OND13
NYE Promotion NYE social content

JFM/AMJ13
3D White leverage New viral video Brides plan Microsoft content plan

OND13
Givenchy launch Paste iMedia WS iMedia

Kids brushes in social media

Kids paste & power in social media

Pro Pro-Health iMedia Clinical Protection launch

Complete viral video Regimen iMedia

FB tab executed FB under design FB planned Hotsite executed

Brazil digital initiatives review

First initiatives
Twins, Double thanks and Dentists day
First campaigns were iMedia only Objective was mainly awareness and they redirected to the brand website. They helped to build the ATL initiatives also in the internet.

Test it Yourself

Test it Yourself
Test it Yourself commercial innovation is the BIG IDEA evolution from Developed with dentists used to launch paste in Brazil into Recommended by celebrities dentists behind a dentist-patient challenge format. It was the first campaign for the brand with celebrities in Brazil. It explored celebrities with their dentists to challenge consumers to try the new Oral-B Pro-Health paste. Oral-B Pro-Health Brush, Paste & Rinse were awarded the Product of the Year prize, chosen by consumers as the biggest innovation products in 2010. The prize was used in TIY campaign as a supporting message with the claim Elected Product of the Year by consumers. Chosen by celebrities. Now test it yourself!. Plan pillars: On demand sampling Objective: deliver 100M samples in 7 months Digital Test it Yourself Engage consumers to try the new Oral-B Pro-Health Relationship establishment Launch Oral-B Facebook fanpage with fast growing fans base: objective reach 100M fans in 6 months

Digital activities masterplan Mar11 Apr11 May11 Jun11

Website update & Sampling request Facebook friends invitation tool contest for the sampling request
Celebrities

challenge
Twitter, Blogs & iMedia

Test it Yourself
1
Brand website: adapted for the campaign with new banners and content Main banner had the call to action for the sampling request and took consumers to Facebook (or to an external app for those who didnt have a Facebook account) Side banners communicated the Product of the Year prize, which had an internal page dedicated to explain the methodology and indicated the awarded products. Media support: A) TV copies with celebrities calling consumers to the online sampling request B) merchandising at Fausto TV show (one of the biggest TV shows in Brazil) also inviting consumers to request a sample

A) B)

Test it Yourself
3 Facebook launch: from the start, Oral-B fanpage
had consumer contests to ensure engagement Sampling request Tell your friends share tool contest (after requesting your sample, you could send a message to your friends via a sharing tool app inviting them to also request their sample the consumers with more friends registered won OralB kits + iPods) Celebrities videos-based contest (our celebrities were disguised as dentists assistants and helped their dentists to orient consumers in Rio de Janeiro. To participate on the contest, you should watch the videos of the orientations and guess for how long our celebrities would be unrecognizable)
Facebook wall messages sent via the saring app tool for the Boca a Boca contest

Video contest with celebrities disguised as dentists assistants. Videos for: 1) Tutorial explaining the game 2) 8 videos to guess the time (2/week) 3) Results videos

Test it Yourself
4
Digital Media: A) Facebook ads: different adds for sampling and celebs contest in facebook internal pages B) Blogs & Twitters: celebrities contest seeding in famous blogs and Twitters profiles using the hashtag #deBocaAberta. C) iMedia: banners with videos of the celebrities calling consumers to the challenge we recorded different capsules of Cau & Isis telling consumers about the new contest they are participating and asking for people to bet in them

A)

B)

Supporting platforms: YouTube brand channel & Twitter profile to answer consumers posts/comments in the same platform where the questions where made.

C)

Test it Yourself - Results


Facebook Top 5 consumer Brand fanpages in Facebook Brazil after 2 months Over 580M invitations via facebook app share tool for the sampling request Sampling 430M samples delivered in 4 months vs. 100M objective in 7 months Search Consistently above Colgate in Google search since campaign launch, which had never happened before Website Over 1.3MM page views of the website 8x more unique visitors/week vs. before the campaign launch

Venus

Venus
Venus consisted in the launch of Clinical Protection line up (Gum & Sensitive pastes and Clinical rinse) beneath the most advanced technology of Oral-B. The hero SKU chosen was Gum Care paste, as gingivitis is still a white space benefit to be explored. In order to evolve the celebrities + dentists big idea, we brought together Luciano Huck (TV show host) and Dr. Fabio Bibancos, founder of the famous dentist NGO Turma do Bem (which we started to support). The big idea evolved to 1 out of 2 Brazilians has gingivitis and we created a movement against Gingivitis called Campanha Boca a Boca Contra a Gengivite. Plan pillars: Awareness Build awareness of the problem / what is gingivitis? Education Educate consumers about the solution Engagement Engage consumers on the word of mouth campaign

Venus
1
Brand website: adapted for the campaign with new banner and content Main banner had the call to action for the sharing tool (consumers could alert their friends about gingivitis)

iMedia: focused in building awareness of the problem and calling people to share the campaign. Main portals with special interventions Facebook ads with different messages (Michel Tel support, Dr. Fbio Bibancos, Luciano Huck, etc) Innovated in Facebook new format: logout page (among the first 5 brands in the world to execute)

Venus
3
Social Media: Sharing tool: consumers helped in the awareness campaign / word of mouth Educational content: infographic fun video Michel Tel interaction: 15 posts in his FB profile about Boca a Boca campaign (w/ videos and music)

4
Mobile & Consumer Generated Content: 1st mobile execution: Instagram plan (#instamissionoralb) Best pictures were daily updated into the brands Facebook profile image Best picture won a product kit

Venus - Results
Facebook Increased 600M fans, up to 650M total 6M people shared the Boca a Boca campaign content Infographic video Over 200M views with only 1 media effort (Facebook logout page) Over 65MM impressions of the video iMedia Almost 400M views in all campaign videos 210MM impressions in banners Over 900M clicks

Athenas

Athenas
Athenas is the launch of 3D White line up (paste, brush and Whitestrips) under a fresh beauty positioning for Oral-B in Brazil. The introduction of a new category with Whitestrips represents a strong innovation opportunity for the brand, while at the same time reaches a new consumer: passionate. The big idea behind this launch is A beautiful smile can make your wishes come true, which is being explored via the top model Gisele Bndchen. The concept is to communicate amazing whitening in just 3 days and lasting results. Plan pillars: Beauty Press & Bloggers Early and strong engagement of the specialized press, which is a very relevant KOL for this target Social Brand Grow disproportionally in social media engaging into the beauty conversation and establishing Oral-B as the most relevant brand in this space E-Commerce Start playing in e-commerce in a relevant way

Athenas
1
Brand website: different banners for each phase + content about each product. Main banner has the call to action for Buy it Now

Brand content: high volume of content constantly being updated in the platforms: Different videos of Gisele How to use videos and pictures / step by step Making of content (pictures and videos)

Athenas
3
Bloggers: Event for 60 journalists/bloggers with content about The smile science Press kit with products and beauty gift Sponsored posts in beauty/fashion blogs with before/after pictures

Viral Video: we shot a very simple, but very glamorous and fun video of Gisele presenting Whitestrips to build awareness online. We invested in iMedia in Youtube (pre-roll format) and the video turned viral, reaching 12MM views. A teaser of the video was presented at PR event 24h before the release we did a countdown in Youtube We auctioned the dress Gisele wore for a beneficent cause via a consumer contest

Athenas
5
Social Media: brand and celebrities social media were explored as a strategic tool to build awareness and also leverage e-commerce. Mid/long term conversation calendar Posts linked to online and offline campaigns Promoted posts into Giseles profile iMedia in Giseles website #3DWhiteParty created for the PR event

Search & iMedia: Support for all phases with iMedia (launch, Giseles Strip, dress auction, consumer promotion, etc) Search with key words defined for each phase Media in main portals with special executions Partners with strong coverage in small sites (long tail) Google in a Day: all Google platforms blocked one day 100% of iMedia with BUY IT NOW

Athenas
7
E-Commerce: dedicated plan to e-commerce since launch with different phases and special focus. Exclusive 2-week online pre-sales of Whitestrips iMedia on retailer in 7 customers with e-content Blue day: together with Giseles strip, 7 customers launched the iMedia plan in one day Posts in social media with the BIN call to action

Consumer promotion: in order to increase consumers engagement, we launched 2 different contests: the auction of Giseles dress and a New Years Eve promotion that would take 4 consumers to Copacabana Palace. The promotions were supported by iMedia, social media posts in the brand and in partners profiles, blogs and press releases.

Athenas - Results
Facebook Increased +1.4MM fans, up to 2.1MM total, being the biggest Oral Care fanpage in the world Engagement rate increased considerably during the whole campaign time Viral video Giseles Strip reached 12MM views in 6 days Excelent comments in Youtube regarding the video iMedia & Social Media iMedia in 30 days: 1.6Bi impressions; 26MM users impacted; 1.4MM clicks Social Media for the Strip in 6 days: 4MM impressions of the hashtag #StripdaGisele E-commerce In 30 days, 6.4MSUs of Whitestrips were sold online, vs. 0.2MSUs of total Oral-B before the plan Online sales represent 4.3% of total Whitestrips (vs. avg. 1% of total P&G products sold via e-commerce) We already sold more than 490 units of Whitestrips until now, in less than 20 days. It is a sucess case to use as example for other launches. Walmart buyer

Main learnings
Listen & answer Listen to what consumers talk in the web. Search for comments on your brand and on competition. Always answer in the same platform consumers asked. Dont ignore them and only erase a comment if disrespect sP&G social networks policy. Be aware of your publics You might not be talking to consumers only. If you have a KOL online, like the dentists community, be carefull to address them as well. Anything that goes wrong offline can affect how they treat the brand online. What is offline is online Be prepared for offline news to affect your online strategy. A product recall communicated ATL, your celebrity behavior in another brand event and product defects can make noise online. Envolve ER/CR teams whenever necessary.

Be online at all times There are no weekends /holidays in the web. If your social media platforms are crowded, you might need staff prepared to work at weekends, specially if it is a busy period for the brand (i.e.: consumer promotios). Dont end a consumer contest in a weekend (no 0800 available)!!!

Put yourself in the users place Always think with your consumer and user mind. You need to make things very easy to guarantee engagement. Simplify the rules and the platforms, specially if it is a contest. Hard-to-understand contests tend to have low engagement.

Try it first, but dont put it on hold Be sure you have tried your apps and revised your videos/arts as much as needed, but dont postpone your plan if you are at 80/20 when it is time to launch you can adjust things online.

Be very transparent Everything online can escalate very fast, to the good and to the bad. Be very transparent when answering complaints about products or contests. A misunderstanding can affect your brands reputation.

Get peoples opinion After you tried, ask other people to try the platforms you want to launch. They might have valuable inputs.

You can try live There are some medias, like search and Facebook ads, that allow you to check the performance in real time and adjust the plan if necessary. Try to have different options of ads and check what works better so you can optimize your budget.

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